Arnold, Jack Daniel’s Bring Back King Bee, This Time with a Swarm

Jack Daniel’s Tennessee Honey Whiskey has been repped by King Bee for a while now, with the insect always fiercely flying, always backed by rock and roll. In the latest spot, King Bee is followed by his swarm, representing the followers the brand has gained in the last year.

Pre-released on Twitter and Facebook, “Swarm” amassed over 10 million impressions before launching on TV. Though it was apparently carefully calibrated to get the right lighting and “a gritty feeling” (essential for any American whiskey brand), the spot’s not exactly rife with excitement or engagement. It works for exactly 30 seconds, though, and with the accompanying copywriting- “Like any good night out, things get interesting when there’s a swarm.” and “Fly straight. Drink responsibly,” King Bee and his crew get get an A for effort.

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